This is a method or means of communication in its own right, undertaken through the written and audio-visual press. It is often used to complement other communication tools.
Press relations are based on the public relations of the organisation with the press (journalists) in a context of current affairs, information that may be of informative or qualificative interest to the audiences of the chosen media.
This approach cannot be improvised and must be undertaken by professionals. It is very different from advertising as you leave it up to the journalists to decide whether or not to disseminate the information, when they consider the time is right.
The relations prove most meaningful when passing on high-value information: innovation, investment, events, outstanding results, response to a crisis, large-scale recruitment, etc ...
They are themselves based on a number of tools: press file, press release, press folder, press meeting, press conference, press trip, etc ...
Using this approach, you can circulate information that is important for your organisation at a lesser cost while lending credibility to the message thanks to the support lent by the journalist.